PSFK's Future of Retail Report unpacks how the online retailer is building physical experiences on top of its existing digital platform to adapt to the expectations of a new generation of consumer.

By upending the purchase and delivery experience across most retail markets, U.S. e-commerce leader Amazon has solidified its position as the industry’s digital benchmark with a market value that exceeded $450 million and $136 billion in revenue in 2016.

As part of our Future of Retail 2018 Report, PSFK put together a case study on how the retailer is effectively building physical experiences on top of its existing digital platform to adapt to the expectations of a new generation of consumer. Our finding are underpinned with the trends from our report.

While continuing to perfect its convenience core, Amazon has invested in offline experiences—Treasure Trucks, Amazon Bookstores, Amazon Go, and most notably, its acquisition of Whole Foods—that help the retailer to establish a tangible relationship with shoppers that encourages them to identify with the brand. Amazon’s relationship-building initiatives are supported by effective use of existing data-collection and logistical processes, while always driving back to their core sales channel, online.